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Top tips towards trade show success

How many teams does your company send to a trade show?
Unless you work for a large company, the answer is probably
one. So, the same small group of staff members has to pull
double-duty at the trade show, acting as both booth staff and
gathering relevant information.

Are you prepared to be an attendee? Getting the most out of
a trade show requires careful preparation. With two important
tasks to balance, planning becomes even more important.
Thirty-nine percent of all trade show attendees spend less than
eight hours visiting a showand exhibitors who have a booth to
manage have a mere fraction of that time span available.

To get the most from attending a trade show, you have to
have a clear strategy in mind. Knowing what you need to
accomplish before, during and after the show is the first step
toward success.

Before the show

Make a list of the goals you want to achieve: personal goals
and those of your company. Every subsequent decision that you
make should put you closer to achieving your goals. Read
through the trade show promotional materials carefully. Make a
plan for attending the show. Include a list of "must see"
booths and "want to see" booths. Spend a little time
researching the vendors, so that you'll have a clear idea of
who you need to see, and what you need to learn from them. That
way you'll have useful questions to ask, and will waste little
time with small talk.

Decide how much time you want to spend at the show, and then
allot an appropriate amount to each booth, making sure to
schedule the "must see" booths first. Consider making
appointments with those exhibitors you really want to meet
with. If co-workers are attending the show with you, divide the
show up into sections. Each team member can sit in on different
seminars to maximize the amount of information gathered by the
entire team.

Once you've decided who you need to see, get a map of the
show floor and prioritize your route. Additionally, develop a
lead form to record vendor names, products, contact information
and any follow-up notes you'll want to remember after the
show.

During the show

After getting your registration materials, consult the
latest version of the trade show directory and revise your
plans as necessary. Exhibitors may have dropped out or arrived
unexpectedly, or seminar times may have changed. Collect the
information that is of interest to you or that could be
valuable to others in your company. Take regular breaks to make
notes. The notes will help you write your trip report.

Trade shows are the ideal opportunity to gather information
about what your competitors are doing. It's often the first
glimpse you'll get of new product releases, special programs or
fresh marketing initiatives. A simple: "So, what do you guys
have in the pipeline?" may reward you far more than any
carefully-worded queries about technical specs. Let exhibitors
know that you are on a tight schedule. They want to make the
best use of their time as well, and will gladly cut to the
chase with you. Sometimes booth staff may not have the answers
you require. In that case, ask who you should contact at their
firm for follow-up.

Don't be shy about by-passing booths that do not interest
you. The exhibitors won't mind. They want to devote their time
to potential customers. At the same time, keep your eyes open
for networking opportunities. Industry leaders haunt trade
shows, and they're great people to know. Be social at
receptionsthis is the time to hand out those business
cards.

After the show

At the end of the day, take some time to organize the
information you've gathered. If it's for co-workers, sort it
into envelopes and address them to the relevant person. If the
information is for you, sort it by priority, affixing sticky
notes to jog your memory after you've returned from the
show.

Take a moment after the show to make note of any exhibits or
displays that you thought were particularly effective. What did
they do that you could implement in your own company's
marketing campaign? Be sure to follow up with new contacts and
vendors after the show. Having a clear plan of action will make
sure that the time you spent at the show was a worthwhile
investment.

August 2017

The August 2017 issue of Petfood Industry explores how the top five pet food companies have faced legal challenges but still increased annual revenues since the last update of the Top Pet Food Companies database.